aw - assignment 3

8/10/2019 AW - Assignment 3

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WEIGHT MANAGEMENT

BUSINESS REPORT

Assignment No. 3

by

Tan Wan Ling (S9303809F)

G23

Academic Writing

WRIT001/Term 22013/2014

I declare that this Assignment is my original work and all information obtained from

other sources has been cited accordingly.Turnitin

Wan Ling 4 Apr 2014 Similarity

Signature and Date Assignment Word Count: Index

Course Instructor: Ling Chia Yen

%


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INTERNAL COMPANY REPORT

Opportunities to extend weight management programme

Prepared for: Mr Bahram Akradi, CEO of Life Time Fitness

4thApril 2014

Prepared by: Miss Tan Wan Ling, Business Development Manager


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Table of Contents

1. Executive summary................................................................................................................... 1

2. Introduction................................................................................................................................. 2

3. Possible trends........................................................................................................................... 3

3.1. The lack in nutritional education in schools.................................................................. 3

3.2. Decreasing level of physical activities for children...................................................... 3

4. Recommendations: Weight Challenge Campaign......................................................... 5

4.1. Nutritional workshops for teachers and parents.......................................................... 5

4.2. 3D2N camp....................................................................................................................... 6

5. Feasibility..................................................................................................................................... 6

6. Conclusion................................................................................................................................... 7


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1. Executive summary

This report serves to explore the growing concern of childhood obesity that is

accompanied by increasing health costs and effects faced by todays society.Research has shown that the lack of effective nutrition programme implemented in

schools and insufficient level of physical activities of children has contributed to the

rising obesity. A one-year Weight Challenge Campaign is proposed to integrate a

comprehensive health education catering towards children in school in reducing the

obesity level. The objective is to improve the nutritional knowledge of the teachers

and parents through nutritional workshops, and to encourage children in taking on a

healthy lifestyle through engaging them in interactive camps. Furthermore, the

possible impacts and feasibility of this campaign will be evaluated through careful

consideration in its implementation.


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2. Introduction

The obesity epidemic has plagued the world as it advances towards economic

growth and modernity (Procter, 2007; Tomer, 2012). Unfortunately, the risingprevalence of childhood obesity has been affecting many countries (Fox, Cooper &

McKenna, 2004; Davidson, 2007; Lueke, 2011; Procter, 2007). This notable rise is

contributed by childrens unhealthy food consumption and their low involvement in

physical activity. In addition, childhood obesity is a growing concern because it is

likely to manifest as obesity in adults in the future (Fox et al., 2004; Lueke, 2011;

Procter, 2007).

This rising phenomenon of obesity has resulted in increasing health risks as well as

escalating costs for obesity-related disease treatment (Davidson, 2007; Lueke, 2011;

Procter, 2007; Tomer; 2012). Clearly illustrated by Lueke (2011), Ninety percent of

Americas health care budget is spent on treating diseases and their complications

(p. 214), this implies that costly medical treatments for obesity-related health

problems tend to pose unnecessary financial liability to individuals and the nations.

According to the most recent rankings in July 2013, Table 1.1 shows the top 5

states in U.S. that faces the highest rate of obesity (Trust For Americas Health and

Robert Wood Johnson Foundation, 2013). The relative closeness in the obesity rates

implies similar proportions of obese populations across all five states.

Table 1: Top 5 states that face the highest obesity rate in U.S.


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Although governments have taken steps to curb obesity, these measures are

insufficient as clearly seen by the increasing trends of obesity. Therefore, to prevent

obesity, further steps have to be taken in shaping an individuals lifestyle.

3. Possible trends

3.1. The lack in effective nutritional education in schools

There is an increasing government interventions in curbing obesity implemented in

schools, however the effectiveness are limited (Davidson, 2007; Fox et al., 2004;

Lueke, 2011; Procter; 2007). This is because healthy food is given to children

through interventions such as nutritional meal and milk programs, but there is a lack

of education regarding the nutritional value of healthy food choices (Davidson, 2007;

Fox et al., 2004; Lueke, 2011; Procter, 2007; Tomer, 2012), to help children gain a

better understanding of making wise food choices. As such, children are unable to

make wise food choices and change their current unhealthy lifestyles. Furthermore, it

has been recognized that school is a social and environment institution that has a

large effect on controlling the behaviours of our children (Fox et al., 2004, p. 346)

which presents an opportunity for our company to make use of schools as a platform

to improve the nutritional education.

Additionally, nutritional knowledge needs to be extended to the teachers since

majority of them felt that the lack of required skills and knowledge in the health

aspect make it difficult for them to conduct proper health education for the children

(Davidson, 2007; Fox et al., 2004). Teachers play an influential role in shaping

childrens behaviour because they are seen as role-models (Davidson, 2007). By

empowering teachers with nutritional knowledge, they will be better positioned to

alter a childs bad eating habits and lifestyle. Therefore, we can capitalize on our

expertise to fill in the gap needed to make an effective intervention, by providing

nutritional workshops to children and teachers.

3.2. Decreasing level of physical activities for children


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Recent findings have shown that there is a further reduction of physical activities in

school (Procter, 2007; Davidson, 2007; Fox et al., 2004). This is due to an increasing

emphasis on academic results that come at the expense of reduced physicalexercise curriculum. (Davidson, 2007; Fox et al., 2004; Lueke, 2011). As physical

exercise is another contributing factor that affects the rate of obesity, fewer

opportunities in schools to engage children in physical activities has downplayed the

importance healthy living.

Studies have also shown that on days without physical education, the tendency for

children to engage in after-school physical activity is lower (Fox et al., 2004) This is

because the children are neither motivated nor understand the importance of regular

exercises in pursuing a healthy lifestyle and has further impaired the existing efforts

in combating childhood obesity. In fact, the easier availability of television and

computer gaming especially during the weekends and holidays have made it easier

for children to seek these avenues to spend their free-time (Fox et al., 2004; Lueke,

2011; Procter, 2007). As a result, this contributes to their sedentary behaviour which

may lead to obesity in the long-run. Although adequate nutritional knowledge and

physical exercises are needed to educate the children, engaging students in the

learning process is more crucial to attract and sustain an active lifestyle in children

(Davidson, 2007).

Moreover, parents have a role in deciding what food and how much exercise their

children should take (Procter, 2007). This shows that parents are decision-makers

as they decide if their children are allowed to play outside more frequently and that

affects the physical activity levels in curbing obesity (Procter, 2007). In fact, Fox et

al. (2004) concurs that parental encouragement is crucial in shaping the childrens

lifestyle. Parents are often criticised for not keeping track of the childs physical well-

being. This is due to the lack of time and knowledge in teaching their children the

proper healthy practices they should commit to (Lueke, 2011). More worryingly,

parents themselves are not role models in pursuit of a healthy lifestyle (Tomer, 2012;

Procter, 2007), which thus make it even more challenging to motivate their children


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to follow so as children with low cognitive stimulation are at the risk of subsequent

obesity, as are children who suffer parental neglect (Procter, 2007, p. 34).

This trend presents us the opportunity in utilising our existing facilities and services

to work with parents and children in designing a programme that can engage their

involvements and commitments. This is aligned to our family-oriented mission, that is

to meet the health and fitness needs of the family (Life Time Fitness, 2014).The

failures of the past interventions have overlooked the impacts of how families could

have on shaping the childrens behaviour(Davidson, 2007). Thus, to curb childhood

obesity more effectively, we should also include parents.

4. Recommendations: Weight Challenge Campaign

Based on the abovementioned trends, we propose a one year Weight Challenge

Campaign for schools. This campaign seeks to raise awareness of the rising

prevalence of childhood obesity through nutritional workshops for both parents and

teachers and a 3-Day-2-Night (3D2N) camp for school children.

However, it is impossible to implement this campaign in all the schools situated in

U.S due to limited resources. Therefore, we suggest focusing on a state with the

highest obesity rate to kick start this campaign. According to Table 1.1, West Virgina

is found to be one of the top five states in the U.S. with the highest obesity rate

(Trust ForAmericas Health And Robert Wood Johnson Foundation, 201). Since we

have existing facilities in Virgina, we can kick start our programme in schools around

the vicinity.

4.1. Nutritional workshops for teachers and parents

Nutritional workshops for both parents and teachers will improve their knowledge on

healthy living and nutrition. Since parents and teachers are influential in moulding a

childs behaviour, these workshops will focus on how they can help their children

develop a healthy lifestyle.

Parent-Teacher Association (PTA) is an organisation within individual schools that

consists of parents, teachers and school staffs that advocates parental participation


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in school activities and is devoted to educational success of children (National

Parent-Teacher Association [PTA], 2012). Since this membership-based association

also fund schools for educational programs by government associations and privatecompanies (PTA, 2012), our company can expand our business by partnering with

participating schools PTA to tackle obesity. The nutritional workshops will be

conducted monthly during their PTA meetings within the one-year campaign. We

would provide regular information and offer advice on any issues faced when

shaping the childrens lifestyle. Furthermore, these workshops will be led by our

nutritional coaches who can offer relevant nutritional advice to both parents and

teachers.

4.2. 3D2N camp

As children tend to be less active during weekends and holidays due to the absence

of physical education lessons (Fox et al., 2004), we propose 3D2N camps to be held

during their term breaks. The objective of this camp is to capture their attention that

living an active lifestyle during the holidays is better than engaging in sedentary

behaviours, such as television watching and computer gaming at home. The

interesting programme line-up for children would include activities held in our

swimming pool, basketball court, gym and rock climbing are as well as nutritional talk

exclusively for them. Parents can also volunteer as facilitators and thus reduce our

manpower requirements. This also allows parents to have increased exposure to our

amenities and gives us chances to promote other programmes to them.

5. Feasibility

The long-term aim of the workshops and camps is to turn potential customers into

our regular members. The workshops will help us to better associate our brands with

the proactiveness towards healthy lifestyle while the camps serve trial sessions at

our amenities.

Not everyone would want to participate in the entire campaign. As such, our focus is

on people who are already willing to work with us in bringing the best for their

childrens development. Future progress would be to influence these unmotivated

individuals to join us and believe in our cause.


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We believe that the success of this campaign will help to better associate our brand

with leading an active lifestyle which is aligned to our vision and mission. In fact, thiswill help to improve our competitiveness in the health and fitness industry and our

aim of reducing childhood obesity level.

6. Conclusion

Although current obesity-related interventions are implemented to curb the rising rate

of obesity, their effectiveness is limited. Our firm can take this opportunity to shape

the lifestyle of children as they are still at their growth stage while involving adults to

help in their development, which indirectly influence them to be more conscious of

their own lifestyle too. Schools therefore serve as an ideal platform to reach out to

the children through educating parents and teachers. Thus it will be prudent for our

company to target the root cause of obesity; which lies at the heart of a childs

sedentary behaviour.

aw - assignment 3

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